The Most Valuable Toy Brands

In the company’s most recent quarterly earnings call, World Wrestling Entertainment, Inc. WWE CEO Vince McMahon informed shareholders that the company’s toy business is booming.

“In consumer products, we maintained a dominant position with the second highest selling action figure property in the U.S. behind only Star Wars,” McMahon said. Unfortunately, McMahon didn’t give a source for his data, but it’s no secret the WWE brand is one of the most valuable names in the toy market.

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Back in 2014, WWE signed an exclusive licensing deal with toy company Mattel, Inc. MAT through 2019. In December, Google reported that WWE was one of the top 10 most-searched toy brands in the world in the week leading up to December 15. In 2015, Mattel was the largest toy company in the world by revenue, delivering $5.7 billion in revenue, according to Fortune. In addition to WWE, Mattel’s top brands include Barbie and Hot Wheels.

Lego Group was a close second with $5.2 billion in sales. Hasbro, Inc. HAS came in third with $4.4 billion in sales driven by top brands Transformers and My Little Pony.

BrandFinance listed Lego as the most valuable brand in toys in 2015, with a value of $3.8 billion. Mattel’s Fisher-Price ($815 million), Mattel’s Barbie ($476 million), Hasbro’s Playskool ($187 million) and Bandai’s Power Rangers ($171 million) round out the top five most valuable global toy brands.